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By John Glenday, Reporter

November 14, 2022 | 2 min read

Veg Power has given childhood obesity campaigners food for thought after reporting a healthy leap in the sale of vegetables on the back of its long-running Eat Them to Defeat Them campaign by Adam & Eve/DDB.

The not-for-profit alliance promoting varied diets in children set statisticians at independent consultancy Pearl Metrics to work quantifying the success of its messaging, claiming credit for an additional £34.1m of veg sales nationwide since 2019.

Delivered in partnership with ITV, the appetizing alliance says this is the equivalent to 1.4bn children’s portions of vegetables and a substantial chunk of the £132m in total veg sales in that period. Accounting for external factors such as veganism, seasonality and even the weather, the analysis shows that the consumption of vegetables increased by 77% within 3,850 participating schools.

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Sara Jones, director of Pearl Metrics, said: “According to the econometric analysis, the Eat Them To Defeat Them campaign has been shown to elicit substantial changes in shopping habits. As we are now four years into this campaign we are building on the success of previous years. The campaign uplift is improving year-on-year, as we simply need to remind the majority of parents of our message. This shows that continuity of the campaign is very important to support long-lasting change.”

Returning in 2022 with a concurrent £3.5m campaign supported by media heavyweights Channel 4, Sky and STV, as well as grocery brands including Asda, Tesco and Sainsbury’s, the partnership reaches 61% of households with children aged four to nine.

Eat Them to Defeat Them will return for a fifth year in February 2023.

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